Job Hunting? Develop A ‘Value Proposition’

Professional resume writers and employment interview strategists often encounter individuals in career transition who have much to offer, but don't know how to represent their value. They routinely advise their clients that the best way to make a positive impression is by presenting their unique offering in a consistent and compelling message -- their Value Proposition.

Every job seeker has a distinctive blend of skills, qualifications, expertise, and accomplishments to offer potential employers. The challenge is to reveal this value in a way that makes the individual stand apart from the competition. By creating a strong Value Proposition, a candidate can gain an advantage over the rest of the applicants.

A Value Proposition can be equated to a personal career "brand," which a job seeker can share in his or her resume and in interviews. Using this analogy, the candidate is the "product" and the potential employer is the "target market." The job seeker's message must compel the target market to purchase their product.

A well-designed Value Proposition presents the job seeker's very best features to the employer. Heather Erskine, professional resume writer and member of Career Professionals of Canada's certification committee, says: "writing an effective Value Proposition involves 5 steps -- identifying and arranging transferable skills, researching your targeted company, matching your skills to the company's requirements, showcasing your added value, and ensuring your message is consistent throughout."

Erskine tells us that to make a Value Proposition truly unique, the candidate must demonstrate some kind of added value that can bring more to the job than the potential employer is expecting. She explains that "This measure separates the wheat from the chaff."

When it comes to marketing your value in a job search, consistency is paramount. Once the Value Proposition is developed it must be showcased in the resume and during the interview.

Linda Schnabel, of Career Works and the chair of Career Professionals of Canada's certification committee, says, "A strategic resume is truly a marketing document insofar as it identifies a clear and compelling career brand or, in other words, the client's Value Proposition. By focusing on only relevant data that aligns with the target market, it successfully answers the employer's question: 'Why should I hire you?'"

Erskine suggests that you place the Value Proposition at the top of the resume in a section entitled "Profile Summary," "Summary of Qualifications," or "Career Summary," in order to catch the recruiter's attention. In addition to this, an effective resume will have a consistent message, creating a theme that runs through the document.

It is equally important to continue the Value Proposition theme during the employment interview. Since the interview is likely to be conducted in relation to the individual's resume, candidates must ensure that that the value communicated in both the resume and the interview are consistent.

Schnabel reminds her clients that "it doesn't hurt to repeat one's Value Proposition during interviews ... repetition for emphasis works!"

There are various other applications for the Value Proposition. Schnabel indicates that if the Value Proposition is boiled down to its essence, the client can use this as a branding line on business cards, or when engaged in marketing and networking activities.

"For example, one of my clients, an international sales and marketing professional, came up with the brand line: I open doors. A senior executive uses the brand line: Creating business opportunities and leading people to extraordinary results!" Schnabel says.

Creating and delivering a consistent message is easier than most candidates think. More importantly, by using the Value Proposition in all aspects of the job search, a powerful brand message will emerge compelling the employer to listen and take action.